PEPSI LAUNCHES RADIO TASTE CHALLENGE SPOTS
By Adnews Staff
Pepsi-Cola Canada Ltd. of Mississauga, Ontario has launched three new radio spots promoting its Taste Challenge sampling events. The trio of 30-second spots are running in Vancouver, Calgary, Edmonton, Ottawa, Hamilton, Kitchener-Waterloo, London and Toronto. They were created by BBDO Canada of Toronto. The spots feature a Pepsi spokesperson encouraging traditional Coca-Cola icons, such as the polar bear and Santa Claus, to take the Pepsi Challenge. In one spot the spokesperson sneaks into the cave of a hibernating polar bear and attempts to wake the bear to take the Pepsi challenge. In another spot, the same spokesperson stands outside the house of Coca-Cola's president, yelling about the challenge. Pepsi is holding Taste Challenges in eight Ontario, British Columbia and Alberta cities. The program runs until Labor Day. Consumers are invited to choose their favorite cola in a blind taste test. In addition to the radio spots, Pepsi is supporting the Taste Challenges with a national television spot featuring Ken Griffey Jr. and Hallie Eisenberg, as well as through promotional materials.